Field Law

Primary Goals & Objectives

Since being established in 1915, the law firm now known as Field Law changed names more than 15 times. Before g[squared] started working with the firm, Field & Field Perraton had merged with Atkinson Milvain and then with Williams and Company in Yellowknife, N.W.T.

The resulting firm, known as Field Atkinson Perraton, had more than 95 lawyers and a client roster spanning Alberta, N.W.T. and Nunavut. What it didn’t have was a clearly defined brand.

The firm approached g[squared] with clear goals: to develop a strong brand and dynamic online presence with an informative and visually appealing website that spoke to both practitioners and laypeople.

One of the biggest challenges was the firm’s existing identity. The name, logo and materials did not reflect a distinct and modern brand with forward-thinking professionals. The firm hadn’t defined its target audience and had done very little consistent marketing prior to meeting g[squared].

We recommended that the firm shorten its name to Field Law, laying the foundation for a powerful, memorable brand. Our creative team designed a new logo with a client-centred tagline: “Our practice is your solution.” We enhanced the content on the firm’s website and updated its look and feel with a fresh visual identity. After the new brand identity was incorporated across all available touch points, we supported it through external and internal marketing and communications initiatives.